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Foundations of Marketing & Communication (MECM90036)

Graduate courseworkPoints: 25On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeMECM90036
Semester 1
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date

This subject will provide a pathway for students to gain familiarity with key issues and debates in the field of marketing communications. Students will develop a critical understanding of concepts and approaches relating to media institutions, texts and audiences. Emphasis will be placed on understanding the complex transformation from the paradigm of broadcast media to contemporary networked digital communications. This new environment of active audience participation and distributed communication has challenged the conceptual underpinnings of a range of practices including advertising, public relations, stakeholder management and marketing campaigns. Students will be introduced to the tasks of identifying and evaluating a variety of marketing strategies, and will have the opportunity to learn, examine and apply strategic marketing decision-making processes in the marketing and communications business environment.

Intended learning outcomes

Students who successfully complete this subject should:

  • demonstrate a critical understanding of the key media and communications and marketing conceptual frameworks and approaches relevant to marketing communications;
  • critically engage with the processes of transformation in media and communications, and marketing impacting the field;
  • identify the operation of different media and communication platforms and marketing strategies in different cultural contexts;
  • critically evaluate the appropriateness of different communications and marketing strategies and tactics relevant to the marketing and communications industry; and
  • describe the concepts and models used to guide the development of marketing communications strategies and plans.

Generic skills

On successful completion of this subject, students should be able to:

  • demonstrate competence in advanced library searches and information retrieval;
  • demonstrate proficiency in the application of selected methods of analysis;
  • demonstrate conformity to academic protocols of presentation and research procedures;
  • engage in problem solving and critical thinking; and
  • demonstrate skills in oral and written communication.

Last updated: 1 October 2019